David Beckham and restaurants

I understand that David Beckham who is apparently a good role model for young people  will be opening a new restaurant. He is not just happy covering himself up with tattoos and selling cheap nickers he will now be frying egg and chips in some establishment in central London. The power of PR ah? Next it will be Emily Bishop and Pat Butcher going on dancing on ice.. and why not? Or perhaps Anne Widicomb becoming a stripper?